PSA Peugeot Citroen SA: Integrating Risk into Corporate Strategy

PSA Peugeot Citroën (Peugeot) was the second largest passenger car and commercial vehicle manufacturer in Europe after Volkswagen. Peugeot made cars and light commercial vehicles under the Peugeot and Citroën brands. Other products included motorbikes, scooters, and light-armored vehicles. Peugeot also offered parts (Faurecia), transportation and logistics (Gefco), and financial services (Banque PSA Finance) to dealers and customers. The Peugeot family controlled nearly 42% of the company’s voting stock. During a period of automotive industry consolidation, Peugeot had preferred partnerships to mergers. The company had focused on efficiently rolling out new models and technologies and cutting expenses through alliances with low-cost car component makers.